Pernod Ricard reveals new Beefeater fruit gin

Pernod Ricard UK have announced the release of a new fruit-flavoured Beefeater gin.

Beefeater Blood Orange (37.5% abv), which claims to offer a bitter-sweet juicy flavour, will be piloted exclusively in the UK and Ireland from March, with an rrp of £18.99.

Pernod Ricard UK commercial director, Chris Ellis, said: “There is a significant opportunity in the UK for Orange Gin, as 83% of current growth is incremental to the wider category.

“Orange Gin has swiftly become the second fastest growing gin flavour, after pink, yet the majority of Orange Gins currently on the market are only available at a super-premium price. Enter Beefeater Blood Orange, the accessible Orange Gin.”

Ellis continued: “We were blown away by the success of Beefeater Pink last year, and with Premium+ Orange Gin growing faster in its infancy than its pink equivalent did, we can’t wait to see how Beefeater Blood Orange performs.”

Beefeater master distiller, Desmond Payne MBE, added:“Like our founder James Burrough, who created his first Orange Gin to appeal to his contemporaries almost 150 years ago, we have created this zesty new gin for the cocktail and spritz drinkers of 2019, who will love its enticing citrus aromas, bold flavours and statement shade.”